The world of collecting has undergone a revolution in recent years, with one platform at the forefront of this transformation – Whatnot. While baseball cards may be the “cardboard gold” that comes to mind, Whatnot is proving to be the real treasure with its innovative approach to live-stream shopping. Armand Wilson, Whatnot’s VP of Categories & Expansion, paints a picture of a platform where sports card collecting is flourishing, boasting a card sale every second.
Since its inception in 2019, Whatnot has grown from focusing solely on Funko Pops to becoming the largest live-stream shopping network in North America and Europe. Wilson highlights the platform’s exceptional success, emphasizing that sellers on Whatnot have generated a staggering $2 billion in live sales in just nine months of 2024. Over 500 sellers have surpassed the $1 million mark, with some choosing to make a full-time commitment to the platform, thanks to its lucrative potential.
The company’s expansion into the world of sports cards has been met with resounding success. Wilson clarifies that the average buyer on Whatnot collects 12 items per week, reflecting the platform’s popularity and the trust it has garnered within the collector community. A pivotal moment for Whatnot was its participation in “The National,” a pivotal collectibles show, where the platform recreated the convention floor on its app, bringing together thousands of sellers and buyers for a dynamic live shopping experience.
With a commission rate of 8% on every sale, Whatnot ensures that its sellers thrive, reporting significantly higher sales volumes compared to other marketplaces. Wilson attributes this success to the platform’s unwavering focus on user experience and fulfillment. He mentions that Whatnot strives to offer a superior experience, shunning thoughts of competitors and keeping its users at the forefront of its operations.
Whatnot’s meteoric growth is evident in its increased headcount, which has surged from less than 10 employees to nearly 700 in just a few years. The prominence of baseball cards in driving this expansion is made clear by Wilson, who describes them as the perfect product that combines the nostalgia of collecting cards with the convenience of online shopping.
Success stories from Whatnot’s sellers further highlight the platform’s potential. Entrepreneurs like Geoff Wilson and Dakota Peters have transformed their businesses through Whatnot, demonstrating the platform’s capacity to empower sellers and drive substantial revenue. Whatnot emphasizes trust-building between buyers and sellers, with sellers required to maintain high standards and address customer concerns promptly to foster a reputable presence on the platform.
Headquartered in Culver City, California, with a global outreach spanning North America and Europe, Whatnot is a force to be reckoned with in the live-stream shopping landscape. The platform’s commitment to trust and engagement is evident in its 175,000 hours of weekly live streams, significantly surpassing traditional platforms like QVC. Immersive experiences like card-breaking have become a fan favorite feature, fostering a sense of community and excitement among collectors.
Whatnot has evolved beyond a mere marketplace; it has become a social hub and interactive forum for collectors of all ages. By providing a personalized touch and real-time interactions, sellers on Whatnot have cultivated a diverse and loyal audience that spans generations. Whatnot’s future seems bright as it continues to redefine the collectibles market by blending the thrill of live-streaming with the timeless allure of baseball cards, solidifying its status as a trailblazer in the industry.